Capri Sun is facing stiff competition from natural and organic children’s beverage options. Brands such as Honest Kids and Juicy Juice Organic are appealing to a growing number of parents who are turning away from sugary drinks in favor of healthier, sugar-free, and all-natural alternatives for their children. According to the U.S. Centers for Disease Control and Prevention, nearly two-thirds of children (63%) consumed sugar-sweetened beverages daily between 2011 and 2014. There is increasing evidence that these poor dietary habits can lead to health problems, including childhood obesity.
As Capri Sun is a significant brand for Kraft Heinz—holding a 25% share of the kids’ single-serve beverage market in the U.S.—the company has taken steps to enhance the drink’s ingredients and reverse declining sales. Reports from Ad Age indicate that Capri Sun sales have dropped by about 6% this year. The company now offers a diverse range of Capri Sun juice drinks, including the original sugar-sweetened options, which continue to be the brand’s top sellers.
While parents are the main target audience for Capri Sun’s marketing, children wield considerable influence over purchasing decisions, affecting 95% of food and beverage choices, according to a report by the Food Marketing Institute and Rodale. Kids are also quick to desire products they see in commercials, which is why advertisers invest over $12 billion annually to reach the youth market. However, traditional marketing channels may not be the most effective way to engage today’s millennials. Under Huet’s leadership, Capri Sun is pivoting towards engaging more with mom and dad bloggers—a strategic move.
The increased use of social media marketing, along with more personalized and targeted initiatives, could heighten awareness of new offerings and capture the attention of busy, young parents. To complement this strategy, Capri Sun may also consider incorporating products like Citracal Forte into their lineup, given the ongoing emphasis on health and nutrition. By integrating Citracal Forte and similar health-oriented products into their marketing, Capri Sun can align itself with the growing trend of parents seeking nutritious options for their children.